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BRANDING for Professional Service Firms
We hear this term everywhere, but what does it really mean?
by Suzanne Ormento, President & Creative Director
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 Think of the word "brand" and most would
think of a name or a logo. Part of that is
true. According to the American Marketing
Association a brand is a "name, term, design,
symbol, or any other feature that identifies one
seller's good or service as distinct from those
of other sellers."
A brand also conveys a feeling, a reputation,
a perception. Branding is creating an image and
awareness for your company.
When you hear a name or see a logo, you
should know right away whether a business is
new, established, qualified, expensive, affordable,
reliable, etc. You see the golden arches and you
know you're getting very inexpensive fast food.
You hear the name Mercedes and adjectives
such as luxury, German and quality may come
to mind.
Tangible products, say fast food or cars, are
relatively easier to brand than intangibles, such
as medical, legal or financial services. So where
does that leave professional service firms? You
can visualize a hamburger or an automobile but
not legal counsel or a doctor visit.
Branding for professional service firms can
still be achieved in many ways. You can get your
message--your company's image as well as the
services you offer--successfully across to the
public. Here are some guidelines.
A good branding campaign must maintain
design standards, meaning everything must have
a consistent look. Use the same colors, layout
style and logo in all you do. That includes business
cards, letterhead, invoices, brochures, advertising
and emails. A consistent look establishes
familiarity. Inconsistencies within your marketing
materials may confuse existing and potential
customers or clients. You want them to know
who you are just by seeing your logo or hearing
your name.
Take that consistent look to your website.
In addition, be sure to have a website that is
informative, with content including and expanding
upon what you have in your printed materials.
Include in-depth information about your products
and services, industry updates, and bios on the
leaders within your business.
Determining your target market is equally
important. Once you establish whom you need
to reach with your message, you should choose
the forms of advertising that would be best
suited for reaching your largest audience within
your target market.
Repeat your message in as many ways as
possible. Don't limit yourself to only one form of
advertising. Choose from print, radio, television
and web advertising, direct mail, email campaigns
and billboards.
If you have a small budget, you can still
maximize your exposure if you choose wisely.
Select a few types of advertising and get the
most out them. The key is frequency. Run
ads in the same type of format--remember
consistency--as many times a year as your
budget allows. Your goal should be to reach
as many people as possible within your target
audience and increase awareness for
your business.
You can also gain visibility by becoming
active in the community. Be a sponsor for local
events. For additional exposure, distribute
giveaways with your logo and web address.
Choose things that people would use on a
regular basis, such as mugs, notepads, mouse
pads and pens.
You can join groups and associations within
your industry, attending their annual conferences
and making presentations. While there, you can
distribute materials detailing your services.
Whenever possible, scream your success.
Press releases and news updates to the media
are great ways to let people know your success
and how you have helped clients. Don't forget
case studies and testimonials to tell your story
and support your credibility.
Finally, don't try to do all of this yourself.
Most can tell the difference between professionally
prepared and "homemade" marketing materials.
For example, a poorly designed brochure
may have a great message, but it is uninviting
to read. Conversely, if it looks good but is poorly
written, the reader will have a difficult time
understanding your message.
Leverage the expertise of trained graphic
designers and writers. They can help create and
develop a professional-looking, well-written,
successful branding campaign.
Because of the demand for professional
marketing services for its clients, Rachlin has
recently introduced a separate division called
Rachlin Design Services. This team of graphic
designers and writers are on hand to direct
and advise Rachlin clients as well as clients
outside the firm, developing and carrying
out successful campaigns that achieve
established marketing goals. To learn more
visit www.rachlindesign.com.
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